Pharma’s urgent need to become more customer-centered was brought to light with Covid-19 in the picture. In a multichannel and multi-device era, communication and engagement changed and the old pharma marketing models don’t work anymore.
Taking multichannel engagement into an omnichannel strategy
On-demand and personalized content for remote and digital engagement is what customers are seeking nowadays. In fact, both physicians and patients want seamless experiences granted through a consistent presence and fit-to-size brand message across channels.
In-person meetings limitation to today’s digital native healthcare professionals and a new generation of concerned, well-informed patients, along with mobile connectivity and technology advancements, brought pharma marketers to the multichannel arena within an Omnichannel marketing strategy model. So, let’s get to the core of this…
Going Omnichannel in a Multichannel Landscape
Clearly, it’s all about providing the best experience with valuable and tailored content with the customer at the center stage. In essence, pharma’s adoption of an Omnichannel strategy will guarantee engagement from the nurtured and trustful prospects, leads, and customers through the channels of their choice at the right time of the journey.
Becoming more aware of what the data from older interactions with the customer tells them allows marketing and sales teams to be spot-on with up-to-date and accurate medical information. It also enables continuous optimization and tailoring for a seamless overall customer experience, with journey stages and preferences always taken into consideration.
Segmenting and identifying the stage of each customer’s journey enables the creation of digital-focused content for each of the targeted audiences. Furthermore, the outcome is a personalized and smooth customer experience valued by educational resources and medical materials that can be consumed and shared at any moment.
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To summarize, taking into consideration channels and media type preferences, pharma companies can guarantee HCP trust-building, engagement with a consequent sales increase, and positive ROI outcomes.
Building a Successful Strategy
So, what do pharmaceutical marketing teams need to have in mind when putting in place an Omnichannel strategy? Here are the pillar requirements to create one:
- More knowledge: customer behaviors/preferences;
- Awareness: channels and media type preferences;
- Multichannel: valuable content consistently made available;
- Feedback: optimize according to the continuous customer feedback.
To be consistent, marketers must consider having a Content Management System (CMS) in place. In the long run, approved and shared content can be organized and continuously distributed at the right time after segmentation is applied.
The need to keep creating new content is reduced with the alignment of each segment and stage in the customer’s journey. Monitoring and analyzing the customer’s data is crucial and is the other side of the optimization coin. In this sense, tailoring for a perfect fit is only possible by using the retrieved intel on the customer’s past interactions.
Marketers can then define the needed adjustments, considering the channel and device of preference, customer needs and expectations, and the type of interaction.
Looking at the big picture, pharma marketing teams need to:
- Create relevant and high-value content that fits the channel of distribution & the segment of the target audience
- Identify the behaviors & preferences of the customer for each segment and consider the stage of the journey
- Continuously monitor and analyze the retrieved data for personalization and HCP engagement optimization
The main goal is a fit-to-size experience that takes into account the customer’s: preferences, segment, and stage in the journey. All in all, it brings the multichannel offer through the funnel and creates an omnichannel consistent presence and continuous engagement.
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Channel & Media Type Preferences
When it comes to the media type of preference, pharma marketers need to take a look at consumption numbers to better understand what’s most wanted by the consumers. All while at the same time considering the time-restrained medical professionals’ schedule.
So, what do the customers want to see more from brands? The statistics point in one clear direction: video!
Did you know that…
- Companies that used video achieve a growing revenue of 49% faster compared to non-video users.
- 88% of marketers who use video content are satisfied with their ROI.
The pandemic scenario took video consumption through the roof… And with healthcare concerns on the table, explainer videos became one of the most wanted and watched types of video content.
On one hand, patients want to be more knowledgeable about their healthcare options and fully engaged in the decision-making process. On the other hand, physicians have evolved into digital natives that need time-saving, meaningful interactions, and educational resources from pharma companies.
What pharma marketers need to consider
Pharmaceutical marketers must create highly digestible, understandable, bite-sized, and engaging multichannel and multi-device content to guarantee engagement by medical professionals. Here are some results from Wyzowl for video content in the voices of marketers and consumers.
Brand awareness: Almost 9 out of ten people stated they want to see more videos from brands.
Lead generation: 84% of marketers said that video was effective for generating leads confirming it to be a great investment.
Sales: Almost 8 out of 10 marketers feel video had a direct and positive effect on sales.
Product: 94% of marketers agree that video increased the customers’ understanding of their product, reducing the support needed from customers.
Type: Explainer videos grew in success with 94% of people reporting to have watched them.
Success measurement: 63% of marketers consider video engagement as the top metric, while 58% consider views/plays.
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Video content marketing is a must-have for pharma Omnichannel strategy. In fact, it has proved already to be without a doubt one of the most popular media types at a global scale, bearing low costs and bringing benefits to the overall business results.
Being shareable through several channels, accessible at any time on and offline, and compatible with any device of choice. In this sense, the creation and distribution of shareable, multichannel, multi-device video content, seems to be a perfect match between customers’ expectations and pharma marketers’ goals.
Conclusion
In conclusion, a customer-centric model is essential for building and putting into place a successful Omnichannel strategy. On the whole, pharma marketers need to look at the customer as the center of their campaigns Universe.
To better engage with medical professionals and gain their trust, educational and high-value content is essential. By monitoring and analyzing HCP behaviors and preferences, pharma companies can segment and nurture the audience consistently, while optimizing future interactions.
Bottom line, marketing outreach must be focused, tailored, and suited to the exact needs of its audiences at that precise moment to deliver a seamless overall customer experience.
Each interaction must be meaningful and more impactful than ever before. It’s possible by reaching out at the right time, through the preferred channel and media type.
COVID-19 increased interest in the healthcare topic while explainer video consumption went sky-high. This proved to be a powerful resource to help pharma companies achieve success with their omnichannel marketing strategy.
